Unity will serve as the company's retained consumer agency, after securing the assignment without a pitch.

In particular, the firm is tasked with delivering a series of campaigns that showcase a more modern image for a brand that is often associated with the past.

Established in 1936 to provide affordable holidays to British families, Butlins resorts have undergone a £125m makeover in recent years, after becoming part of Bourne Leisure in 2000.

"We’re keen to show that our breaks are not only affordable, but are also modern and provide a rich experience for the whole family – and Unity’s ideas around how to dramatise this really inspired us,” said Butlins head of PR and communications Andrew French.

"We’re looking forward to introduicng people to the modern Butlins – key to our response was tapping into the core of what is surprising about Butlins and really demonstrating how much it understands the needs of today’s families,” added Done.